• MKTG 4380: Pricing

  3.00 Credits

  University of Utah

  
  This course focuses on business pricing strategies and tactics from both theoretical and applied managerial perspectives. Substantial content of the course concentrates on how firms attempt to capture value, as well as profits, in the revenues that they earn. Additional focus will be placed on pricing dynamics and the reaction to and by competitors at the firm and product level. The materials used in the course are intended to provide a comprehensive exposure to making managerial pricing decisions. Students will be expected to understand theoretical pricing concepts and, more importantly, apply them to a variety of applied marketing scenarios. The course will cover pricing examples from a number of different industries. Prerequisites: 'C-' or better in (BCOR 3040 OR MKTG 3000 OR MKTG 3010 OR MKTG 3011 OR MKTG 3040) AND (Intermediate or Full Major or Minor status in the David Eccles School of Business)
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• MKTG 4450: Marketing Research

  3.00 Credits

  University of Utah

  
  What do customers want from the marketplace? Who will buy our product? Where should we locate our store? Good business decisions require the answers to hundreds of questions like these. Marketing research is the science of studying the marketplace to get solid answers to support good decision-making. In this class, you will learn about different sources of business data (some that exist already and some that you will have to gather yourself), and spend the majority of the course focuses on the skills you need to design and perform good business research yourself. Among other techniques, you will learn about experiments and observation, surveys and interviews, focus groups, and data analysis. This dynamic class brings together a whole array of tools that every good business person needs for effective decision-making. You will use fieldwork, in-class exercises, discussion, and lectures to cover basic principles first-hand experiences, cases, and projects, as you study these important ideas. This course is required for Marketing Majors. Students desiring to do an Honors Thesis in Marketing must complete this course by the end of their junior year of matriculation. Prerequisites: 'C-' or better in (MKTG 3000 OR MKTG 3010 OR MKTG 3011 OR MKTG 3040 OR BCOR 3040) AND (Intermediate or Full Major status in the David Eccles School of Business OR Full Minor status in Professional Sales OR Full Major status in QAMO)
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• MKTG 4500: Intro To Advertising

  3.00 Credits

  University of Utah

  
  This course introduces undergraduate students to the managerial decision making process pertaining to marketing communication. The topics covered in this course are traditional advertising, internet based communication tools, and sales promotion. This course also covers several contemporary trends in the field of marketing communication. Along with lecture, this course utilizes case studies, real world examples and group assignments to enhance learning of the key concepts. Prerequisites: 'C-' or better in ((BCOR 3040 OR MKTG 3000 OR MKTG 3010 OR MKTG 3011 OR MKTG 3040) AND (Intermediate or Full Major or Minor status in the School of Business OR Full Major Status in QAMO OR Full Major status in Design)
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• MKTG 4510: Advertising Management

  3.00 Credits

  University of Utah

  
  In this class, students develop and present a one-year, integrated advertising plan for a client. Two student agencies (teams) compete in pitching to each client. The winning agency then presents to advertising executives representing two of four Utah advertising agencies. Agency representatives choose a final, winning agency. Among other skills, the course teaches students to apply advertising theory and strategy, establish good client-agency relationships, and deal with production suppliers and media organizations. Prerequisites: 'C-' or better in ((MKTG 3000 OR MKTG 3010 OR MKTG 3011 OR MKTG 3040 OR BCOR 3040) AND Intermediate or Full Major or Minor status in the School of Business) OR Full Major status in Design
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• MKTG 4520: Advertising Creative

  3.00 Credits

  University of Utah

  
  At some point in their careers, virtually all marketing students will be part of executing, selecting, or directing the creative work of agencies. This is an in-depth course in unlocking the mystery of the creative process behind great advertising messages, executions, and the power of storytelling. The course includes hands-on experience in developing advertising ideas. It also features real-world mentors and highly experienced guest speakers--such as the former Worldwide Advertising Director of American Airlines, along with the current Executive Creative Directors at McCann Worldgroup, the world's largest ad agency. In addition, students will work with creatives from the ADTHING at the U, the University's ad agency staffed by students, run by pros. Prerequisites: 'C-' or better in (MKTG 3000 OR MKTG 3010 OR MKTG 3011 OR MKTG 3040 OR BCOR 3040) AND Intermediate or Full Major or Minor status in the School of Business
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• MKTG 4530: AdThing Experience

  1.00 Credits

  University of Utah

  
  Requires admission to the AdThing Experience and approval of the AdThing Director. Students may participate in the AdThing for a maximum of three semesters for credit as desired on a non-credit basis, subject to approval from the AdThing Director. Students participating in three semesters of the AdThing Experience may use these three credits to satisfy ONE of the course requirements for the elective component of the marketing major. Students may not count both the AdThing Experience and MKTG 4880 Marketing Internship toward the elective requirement for the marketing major. Prerequisites: Department Consent.
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• MKTG 4600: Marketing Analytics

  3.00 Credits

  University of Utah

  
  This course in data-based decision making; it examines how data and analytics can be used to improve marketing decisions. Students learn how to use Excel and the Marketing Engineering add-in to build predictive models in order to help make decisions about market segmentation and target market selection; new product and service design; product positioning; pricing; and allocation or marketing mix expenditures. Specifically, the course will cover: conjoint analysis, logit models, Multidimensional Scaling (MDS), and marketing mix response models. Prerequisites: 'C-' or better in ((BCOR 3040 OR MKTG 3000 OR MKTG 3010 OR MKTG 3011) AND Intermediate or Full Major or Minor status in the School of Business OR Full Major status in Quantitative Analysis of Markets & Organizations)
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• MKTG 4620: Machine Learning Mktg.

  3.00 Credits

  University of Utah

  
  This course enhances understanding of the role machine learning plays in improving marketing communications and decisions. It delves into key issues, theories, strategies, and tactics, offering an integrated marketing perspective. Analytical skills are discussed, concerning the planning, implementation, and evaluation of elements in the marketing mix, such as advertising, segmentation, product development, sales promotions, and public relations. Machine learning stands as a strategic asset at the intersection of business and technology. As companies worldwide collect vast amounts of data, machine learning techniques can analyze this information to predict outcomes and guide decision-making. This course emphasizes that the strategic use of data is a business challenge, not just a technological or data science problem. Acquiring machine learning knowledge can enhance strategic functions, create operational efficiencies, build new business models, strengthen competitive advantage, and foster innovation. Prerequisites: 'C-' or better in (MKTG 3000 OR MKTG 3010 OR MKTG 3011 OR BCOR 3040)
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• MKTG 4640: Mktg Text Analytics

  3.00 Credits

  University of Utah

  
  This course provides an overview of the ways in which text analytic tools are applied to extract critical information from emails, tweets, blogs, customer reviews, and other unstructured data. The course focuses on a variety of different analytical techniques and algorithms and how they are applied in the marketing world to support better decision making. Applications of text analytics considered include sentiment analysis of discussion boards/blogs/tweets/reviews, the creation of consumer perceptual maps and segments, competitive intelligence, search engine optimization, and the analysis of open-ended survey responses. Students will gain direct experience using text analytics models and techniques and enhance their ability to solve complex marketing problems in an ill-structured environment. Prerequisites: 'C-' or better in (MKTG 3000 OR MKTG 3010 OR MKTG 3011 OR BCOR 3040)
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• MKTG 4650: Fair Algorithms

  1.50 - 3.00 Credits

  University of Utah

  
  Algorithms are used ubiquitously in business decisions in finance, marketing, operations, human resources, and other areas. While algorithms are efficient, they are not always equitable. This course examines the development of fair algorithms. Students will understand the integration of machine learning algorithms in business decisions; sources that influence their fairness; tools to evaluate fairness (in data collection, pre-processing, in-processing, and post-processing stages); fairness metrics for various business decisions; and the use of explainable and interpretable algorithms for business decisions that require transparency. The pros and cons of using glass-box versus black-box algorithms will be covered along with technical, business, social, legal, and ethical ramifications. Prerequisites: 'C-' or better in (BCOR 3040 OR MKTG 3000 OR MKTG 3010 OR MKTG 3011 OR MKTG 3040) AND (Full Major or Minor status in the School of Business)
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